Original scientific paper

The Role of Entrepreneurship and Longlife Learning in Branding of Tourism Destination

Marina Gregorić ; Visoka škola za ekonomiju, poduzetništvo i upravljanje, „Nikola Šubić Zrinski“, Zagreb, Hrvatska
Ljiljana Skendrović ; Visoka škola za ekonomiju, poduzetništvo i upravljanje, „Nikola Šubić Zrinski“, Zagreb, Hrvatska

Abstract

Branding of tourism destination can’t be seen without cooperation between private and public sector, entrepreneurship and government. Lifelong learning is an important element of increased awareness about the market and advantages of tourism destination as well as its market value. Definition of brand which starts from the needs of consumers is one that should lead in contemporary market environment where customers and market determine the value of the product or services. To achieve successful branding of destination brand must become alive for tourists visiting destination. Marketing management must be able to create experiences for tourists while visiting destination through creation of brand instead of creating only the name or sign. All destinations today consist of hotels, congress halls, unique cultural, natural or manmade attractions, entertainment, amusement and other facilities in order to attract attention and increase the value of destination brand, but future success depends on their capability of creating unique identity and differentiation from competitors. In order to successfully manage branding of destination, cooperation of all carriers of tourism supply is necessary, together with national institutions and their coordinated work on the destination development, promotion and offering unique and consistent quality of service. Involvement of entrepreneurship and lifelong learning about specific issues related to branding of tourism destination are basic prerequisites of its successful branding.

Keywords

entrepreneurship; branding; lifelong learning; tourism destination

Hrčak ID:

130233

URI

https://hrcak.srce.hr/130233

Publication date:

1.12.2012.

Article data in other languages: croatian

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